As part of the “long standing relationship” between the two firms, SymphonyIRI will provide the brewer with market tracking information and analytics solutions to create a “unified version” of Anheuser-Busch’s customers and marketplace.

IRI president Mark Parise (pictured) said: “SymphonyIRI’s latest innovations are especially well designed for the current and future consumer and shopper targeting needs of Anheuser-Busch, which operates on a direct store delivery model.

“Best-in-class, store-level data will enable the company to build on its market leadership.”